Africa’s tourism and MICE industry to host Masterclass

The Southern African Association for the Conference Industry (SAACI), and the Society for Incentive Travel Excellence (SITE) have joined forces with Africa Tourism Partners (ATP) and Grant Thornton to host a capacity-building Business Tourism and MICE Masterclass course from June 13-15.

Structured in an action-learning training format, the Masterclass aims to upskill African business tourism, as well as Meetings, Incentives, Conferences (MICE) professionals, practitioners, entrepreneurs and the youth, which will enable them to leverage the growth opportunities that are currently available to the African business tourism and MICE sector.

The supporting partners of the event, namely Grant Thornton, SAACI and SITE have contributed to crafting the programme content, and will further participate in its delivery in line with the theme ‘Growing destination tourist arrivals through business and events tourism leadership development’.

Attendees will include, but are not limited to, senior and upper-level management in both the public and private sectors, from all facets of the MICE and tourism industry, including corporate and associate meeting planners, exhibition directors, convention centres, meeting venues, convention and visitor bureau representatives, tourism bodies, hoteliers, entrepreneurs and youth, from across the MICE value and supply chain.

SAACI CEO, Rudi van der Vyver comments: “The benefits of attending an event of this kind include gaining an understanding of the current issues, trends and required standards for the industry. We believe that the course will give delegates a clear picture of what the African MICE tourism industry is – and is not – as well as impart all the essential practical knowledge and skills delegates need to be successful in their business roles.”

As the programme appeals to delegates from across Africa’s MICE sector, it also presents an opportunity to network and meet potential African partners.

Van der Vyver adds: “There is no other integrated professional development programme like this being offered in Africa. For this reason, I urge all our members and other industry players to attend.”

Chief Executive of ATP, Kwakye Donkor, says: “Each African country is a unique MICE and events destination. Coupled with this, leading global incentive houses, renowned event organisers and corporates now have positive perceptions about the continent, as African member states continue to successfully host more large-scale events and leading incentive programmes.

“This means the growth prospects for the African business tourism and MICE industries are huge right now. In order to take advantage of this, we need to adopt a new, holistic and integrated approach to attract travellers and secure events, hence the need for this kind of Masterclass.”